The issue of gambling advertising has been repeatedly raised in Ukraine. The main problem is that the Commission for the Regulation of Gambling and Lotteries (CRGL) has no direct power to fine operators for advertising violations, while the law itself contains many vague provisions. To address this, in 2021 more than ten companies signed a self-regulatory memorandum on responsible gambling advertising, which remains in force today.
Despite strict restrictions, licensed operators are actively promoting their services and brands through digital campaigns, sponsorships, and creative placement in high-traffic areas.
Legal Restrictions
According to Ukrainian advertising law, licensed gambling operators are prohibited from:
- Broadcasting ads on radio or TV (cable, online, digital, satellite) between 6:00 and 23:00.
- Placing ads in all publications except those dedicated to gambling.
- Advertising in non-specialized media.
- Using public transport, metro, and external or internal transport surfaces.
- Using outdoor billboards.
- Advertising via products or events targeted at people under 21.
Advertising must not create the impression that gambling is a guaranteed source of income, an alternative to work, or an easy way to make money. Sponsorship of events aimed primarily at audiences under 21 is also prohibited.
TV and Online Advertising
On TV and online platforms, licensed operators focus their messaging not on winnings but on emotions and entertainment value. For example:
- Favbet highlights the thrill of watching a sports match with a placed bet.
- Vbet shows everyday life as a “game,” emphasizing playful perspectives.
- Parimatch stresses the long history of gambling, linking tradition with modern technology.
In the digital space, regulation is much looser, but most operators voluntarily include:
- Warnings about gambling addiction.
- License details.
- Links only to CRGL-registered domains.
This approach follows the memorandum on responsible advertising, which helps reduce public criticism.
YouTube and TikTok have become increasingly important for gambling brands. For example, Slots City’s YouTube channel publishes educational and entertaining videos — busting gambling myths, showcasing live dealer training, and promoting responsible play.
Sponsorship and Partnerships
Sponsorship remains one of the strongest marketing tools:
- Football clubs, boxing events, and esports competitions are among the most common partnerships.
- Operators also back cultural events, such as Parimatch’s sponsorship of the Atlas Weekend festival.
Sometimes, sponsorship materials resemble disguised ads, for example:
- Large banners where the operator’s logo dominates, while the sponsored event is barely visible.
- Partner ads in metro stations or trains, technically allowed since the law does not regulate design details.
Offline and Hyperlocal Promotion
Operators have found creative solutions in airports and railway stations, where advertising is allowed:
- Shangri La branded baggage carousels at Boryspil Airport as roulette wheels.
- First Casino installed themed banners with playful geographic contrasts, such as “10,000 km to Las Vegas, but only 1 km to First Casino.”
- Favbet placed ads across departure gates in Boryspil and Odesa airports.
Such hyperlocal campaigns attract thousands of daily travelers and remain within legal boundaries.
Conclusions
Despite numerous restrictions, licensed gambling operators in Ukraine have found legal ways to promote their brands:
- TV and online slots during permitted hours.
- Digital marketing with self-regulation and safer messaging.
- Sponsorships in sports and cultural events.
- Airport and railway station advertising as high-traffic alternatives to banned billboards.
The self-regulation memorandum, signed by 80% of market operators, continues to help maintain responsible practices. Still, the industry faces a challenge: overcoming the negative public perception of gambling after a decade-long ban. For this reason, operators now emphasize entertainment, responsibility, and brand awareness rather than direct promises of profit.
Read more: TikTok Gambling ads